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FIVE THINGS YOU NEED TO KNOW FOR THE NEXT FIVE YEARS

FIVE THINGS YOU NEED TO KNOW FOR THE NEXT FIVE YEARS. VETTING RESOURCES. THE RISE OF PLACE-BASED

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FIVE THINGS YOU NEED TO KNOW FOR THE NEXT FIVE YEARS

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  1. FIVE THINGS YOU NEED TO KNOW FOR THE NEXT FIVE YEARS

  2. VETTING RESOURCES

  3. THE RISE OF PLACE-BASED Turkey Hill Ice Cream is imported from Lancaster County. Ben & Jerry’s uses Vermont cows. As consumers become more wary of imports from China and around the world, understanding that American food is better- regulated, fresher and usually more affordable, they embrace foods with a place-based identity.

  4. Where we make it is why it’s good. It’s a real place. It’s a way of life. And it’s a heritage that we work to live up to every day. Its roots are in a special part of the world called Lancaster County, Pennsylvania, but its appeal is universal and its popularity is spreading. Food is an important part of our life here, and it’s always been that way. The Pennsylvania Dutch are famous for home cooking with homegrown ingredients. You can count on Lancaster County meals to be hearty and wholesome, made from scratch, and served with pride. Some people say we save the best for last, with our freshly baked cakes, pies, and cookies – and, of course, any one of the rich, creamy frozen desserts fresh from Turkey Hill Dairy.

  5. “There’s a renewed interest in place-based products. It’s not hard to figure out why. Places stand for integrity, quality and authenticity. Not every place is as meaningful as Lancaster County, but a consumer still wants to know if it’s from Ohio or China.” – Dr. John Lord, Marketing Professor, Saint Joseph’s University

  6. 51%say it is important to know where food products come from, including dairy, produce, meat, seafood, baked goods and processed foods. Source: Deloitte survey, 2010

  7. WHAT IS THIS TREND REALLY ABOUT? Food Fear

  8. WHAT IS THIS TREND REALLY ABOUT? Real Food

  9. WHAT CAN YOU DO? • Tell consumers where you come from, even if it’s not in the U.S. • Source ingredients, even if it’s only some ingredients. • Identify alliances with U.S. growers and producers whenever possible. • Don’t discount the consumer appeal of being USDA and FDA approved. • Create a back story whenever possible. • Exploit social networks to spread that story.

  10. CONSCIOUS CONSUMPTION

  11. CONSCIOUS CONSUMPTION Consumers choose food and beverages based on price, health and flavor. Be prepared for the rise of a fourth consideration: ethics. Consumers will consider ethics when choosing what to eat, how to eat it, where to buy it and how to get rid of it.

  12. 38% Go out of my way to avoid purchasing from that company 28% 24% 49% Will not buy from that company, even if there’s NO SUBSTITUTE Will not buy from that company, even if they make the best product SWITCH TO OTHER BRAND Source: Mintel, 2010

  13. “Our higher education consumers are increasingly interested in knowing more about the source of their food. Depending upon the individual’s priorities, their interests may include local, organic, humanely treated, fair trade and more.” - Ann Marie Solomon Vice President, National Brand Partnerships Aramark

  14. FARMING PRACTICES

  15. POLITICAL FALLOUT

  16. SUSTAINABILITY

  17. ENERGY

  18. PACKAGING

  19. WHAT IS THIS TREND REALLY ABOUT? The Search for Balance

  20. WHAT IS THIS TREND REALLY ABOUT? Passion

  21. WHAT CAN YOU DO? • Develop an ethical eating policy, and promote it on your website. Be clear about what you believe and support. • Talk about sustainability. • Track your product cycle and identify talking points. • Don’t underestimate the power of corporate soul. How you interact with your workforce and give back to the community are also meaningful to consumers.

  22. A SINGLE VOICE With the rise of digital media, individuals are powerfully armed to effect change. A single complaint can escalate into a crusade. Consumers can now use digital tools to reach millions of other consumers without the endorsement of traditional media or even the benefit of real proof. Corporations beware.

  23. $9.99 for 8

  24. “Corporations need to heed the return of the singular voice. Consumers used to need collectives or organizations to make a voice heard. That's not true anymore. One voice truly can make a difference.” • Christine Hartman, Director, Graduate Executive Programs in Food Marketing, Saint Joseph’s University

  25. $9.99 for 8

  26. “Don't underestimate the power of social media. These kids were BORN into the internet. They form their preferences through social networks: texting, blogs, Facebook. Their social networks are more influential in forming brand preferences than their parents are, and way more powerful than ads.” • Richard J. George, Ph.D.Professor of Food MarketingGerald E. Peck FellowHaub School of BusinessSaint Joseph's University

  27. WHAT IS THIS TREND REALLY ABOUT? Mistrust

  28. WHAT IS THIS TREND REALLY ABOUT? Anger Management

  29. WHAT CAN YOU DO? • Listen to the conversation. It’s easy to monitor digital media. • Embrace consumers’ use of digital media as news and information source. This is a major influence for consumers under 30. • Use digital media to measure reactions to your products. What are consumers saying? • Own the conversation. Tell consumers about issues before they ask. That way you are leading the conversation, not chasing it. • Step outside of corporate-owned accounts. Having a Facebook account is not enough.

  30. MEATY ISSUES A myriad of issues will change the way we think about meat and protein sources. Americans won’t go vegan, but we will become significantly more deliberate about what kind of meat we eat, how much we eat, where it comes from, how it was treated and how frequently we eat it.

  31. "The fact is, most people in the U.S. eat way more meat than is good for them or the planet…Asking everyone to go vegetarian or vegan isn't a realistic or attainable goal. But we can focus on a more plant-based diet, and support the farmers who raise their animals humanely and sustainably.” Source: Interview with Mario Batali, Huffington Post, February 3, 2010

  32. FREE-RANGE FAMILY FARM NO HORMONES Sustainable Farming No Antibiotics GRASS-FED All-Natural ORGANIC Heritage Breeds

  33. “Butchers are emissaries of the heritage meat and artisan trends that came together to renew popular demand for hand-cut meat….aspiring foodies want to feel closer to the sources of their food.” SOURCE: 2010 Trend Mapping Report; Packaged Facts and the Center for Culinary Development (CCD)

  34. Five Chefs Who Embrace the Nasty Bits

  35. “If you are willing to kill an animal, you should be willing to eat all of it." – Chris Cosentino Celebrity Chef Environmentalist Conscientious Carnivore Founder of Offal.com

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